Five Products: Creating Meaning Beyond the Product
For the longest time, FMCG innovation has followed the same formula: make a product taste better, work harder, last longer or cost less. Those things still matter, of course, but in a market where private label performance is getting harder to distinguish from branded alternatives, they may no longer be enough to make consumers care. The bigger question is what a product makes people feel. Does it surprise them? Give them a reason to laugh, a moment of escape, something to share with someone else, or an experience they want to tell their friends about? These are the things that can turn an ordinary purchase into something worth remembering.
It's a question explored in the latest episode of the Impact Makers Podcast, From Function to Feeling. Hosts Andrew Wardlaw and Caitlin McLean look at why brands need to think beyond ingredients, claims and immediate liking to create experiences that leave a stronger emotional trace. After all, some of the world's most successful products have long understood that people don't just buy what a product does, they buy the moments and rituals that come with it.
Think of something as simple as adding a lime to a Corona. The action itself is small, but it signals a shift in mindset, a cue to relax, switch off and enjoy the moment. And while this idea isn't new, brands are finding fresh ways to create products that feel more memorable, meaningful and worth talking about. Here are five products that show what happens when brands stop asking only what a product does and start thinking about how it makes people feel.
1. Nespresso coffee pods (C.H)
Making coffee is hardly a new ritual, but Nespresso transformed it into something that feels more intentional. The process of selecting a capsule, placing it in the machine and waiting for the coffee to pour creates a small pause in the day. It's simple, but that's exactly the point. Consumers aren't just making coffee; they're carving out a moment for themselves. The machine turns an everyday habit into a deliberate experience, elevating something functional into something that feels indulgent. The value doesn't come solely from the coffee itself. It comes from the ritual that makes an ordinary morning feel a little more special.
2. The Classic OREO (U.S)
There aren’t a lot of products that have embedded themselves into culture quite like Oreo's famous "twist, lick, dunk" ritual. What started as a simple way of eating a biscuit has become part of the brand's identity, passed between generations and shared across families, friends and social media. The product itself invites participation. Consumers don’t just simply eat the biscuit, they interact with it. In doing so, they create a small moment of play that can spark nostalgia, connection and conversation. The value isn't only in the taste, it's in the ritual that transforms a biscuit into an experience people remember and share.
3. Skittles Gummy Crystals (U.S)
Mars has introduced Skittles Gummy Crystals, which are a spin on the traditional skittles but with a chewy gummy center coated in crunchy, tangy candy crystals. Rather than relying only on familiar flavors and colorful branding, the launch changes how the sweet feels to eat. The contrast between chewy and crunchy creates an unexpected sensory experience that encourages exploration and conversation. It demonstrates how even established brands can make familiar products feel fresh by creating moments of surprise and discovery rather than simply introducing another flavor variant.
4. Febreze Dunkin' Scent Collaboration (U.S)
Febreze and Dunkin' partnered to create a range of home fragrances inspired by familiar Dunkin' favorites, including Strawberry Frosted Donut, Cinnamon Roll and Vanilla Latte. What makes the collaboration interesting is not simply the scents themselves but the feelings they evoke. For many people, grabbing a coffee is a cherished daily ritual that signals the start of the day. By recreating those aromas at home, the brands tap into the comfort, familiarity and anticipation associated with that routine. The product becomes a reminder of a moment people already value.
5. Lush Bath Bombs (U.K)
At a functional level, a bath bomb fragrances bath water and may offer skin benefits. Lush transformed that simple proposition into something much more emotionally engaging. Choosing a bath bomb, preparing the bath and watching the colors, fizz and fragrance unfold has become a ritual in its own right. The experience creates anticipation before the product is even used. Rather than focusing solely on the outcome, Lush elevates the process, turning an everyday bath into a deliberate act of self-care and creating a moment people actively look forward to.
These examples point to a bigger opportunity for FMCG brands. When products deliver similar functional benefits, what often makes them memorable is not just what they do, but the role they play in people's lives. Rituals, sensory cues, anticipation, nostalgia and moments of connection can all add meaning that stretches beyond the product itself.
Whether it's twisting an Oreo apart, dropping a bath bomb into the water or recreating the feeling of a morning coffee run at home, these experiences give people a reason to care. For brands, the challenge is not simply to create a better product, but to create moments that consumers want to repeat, remember and make their own.
Want to explore how your brand can turn product function into something more distinctive, pleasurable and emotionally rewarding? Tune in to the latest episode of the Impact Makers Podcast: From Function to Feeling to learn more on this.